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August 24, 2012

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PAGE 8A HERITAGE FLORIDA JEWISH NEWS, AUGUST 24, 2012 MCA won't sell out Perhaps the cherry atop the NEWYORK(6NoBacon)-- failcake occurred Aug. 12 Death has not stopped Adam during the men's basketball Yauch--MCA of the Beastie gold-medal game that pit Boys--from making head- the U.S against Spain. NBC lines or even showcasing commentatorBobFitzgerald what he was all about. The mistakenly identified actor New York local news website Jesse Eisenberg, who was DNAinfo released Yauch's in the crowd, as Facebook will two weeks ago, and it founder Mark Zuckerberg. revealed interesting finan- It is possible that Fitzger- cial information about the ald had so much free time co-founder of the popular during the delays between hip-hop band who died three broadcasts that he watched a months ago. (He started the movie--perhaps "The Social band, which was inducted Network~,inwhichEisenberg this year into the Rock and portrayed Zuckerberg. Roll Hall of Fame, with Jew- James Deen's educational ish rappers Adam "Ad-Rock" acting Horovitz and Michael "Mike James Deen is the first D" Diamond.) male adult film star to emerge Yauch's $6.4 million heri- from the chosen people since tage will be placed "in a RonJeremy.Now, l,300porn trust for his wife, Dechen filmslater, Deen, whoseaver- Yauch, and their 13-year-old age looks brought him the daughter." It also says that nickname "Porn's Boy Next Dechen has the right tosell Door," is making a career and manage her husband's change. Sort of. At first it artistic property. Interest- was a feature film titled ingly, however, his wife can- "The Canyons," which is set not make any use ofhiswork to be released next year and for advertising--not surpris- features troubled star Lindsay ing, say those familiar with Yauch's character. So if you 'ever thought you'd go to the supermarket and purchase a "Fight for Your Right to Party Mix" or a "No Sleep till Brooklyn Lager," forget about it. NBC's final fail at the Olympics The London Olympics wrapped up with an extrava- gant closing ceremony and wonderful memories of world records, inspiring stories and even some success for Jewish Olympians (especially one whose first name is Aly and last name is Raisman), Some Jewish Olympics fans saw the International Olympic Committee as a villain for its failure to recognize the 40th anniversary of the 1972 Munich massacre during the opening ceremonies. Oth- ers pointed their collective finger at NBC for damaging the Games. The tape delays, Twitter controversies and frequent spoilers brought the popular viral term "NBCfail." Lohan (who r~cently did a Playboy photo shoot, which shows that Deen is taking it one step at a time). And this week he released a public service announcement in cooperation with "Get Rub- ber," a campaign by the porn company Brazzers, in which Deen is seen in two one-night stand scenarios--one using protection and one without. The straightforward mes- sage: Use a condom and you will live a happy life with an attractive woman and a beautiful baby; if you don't, you'll die from AIDS. Israeli campaign pranks bomb squad Surely a viral campaign in Israel for the American back- pack brand Yak Pak may have gone a little too far as it led to some teenagers pranking an Israeli Police bomb squad. In the video, the teens place cans of spray paint in a backpack and leave it unattended at a bus stop. Naturally, a few minutes later a bomb squad shows up with the awesome dismantling robot that looks like Johnny 5 from "Short Circuit," which then creates a controlled explosion and con- sequently an artistic-looking display of colors. The video was later announced to be a fake and broug~ out some serious hate comments on Facebook against Yak Pak. Chanukah, the sweater version -- Ever attend a Christmas sweater party during the holidays and feel left out? A young Jewish designer from California wants to change that and keep you warm for the December holidays, even if Chanukah is your holiday of choice. Carin Agiman created Geltfiend, a company that specializes in Chanukah sweaters, and is raising funds to make the dream of knitted dreidels a reality. The Chanukah Sweaters project is available on Kickstarter, a crowd- funding company that has inventors post a proposed project and a fundraising goal with the hope that visitors step up with enough donations--no matter how small--to make it happen. The sweater project is asking for at least $20,000 by Sept. 5, and already is a third of the way there. Five designs are available, including a happy Chasidic snow fam- ily, While they may not be classically "ugly" Christmas sweaters, wear them to your next bash and be the shamash of the party! Celebrities speaking He- brew Two weeks ago it was Lenny Kravitz showing off his Hebrew skills, now it's Mariah Carey, She tweeted "Celebrating my friend's an- niversary! Le'chaim shout out tO Israel!" Apparently Carey visited an Israeli friend in New York, also attaching a photo of herself in a seductive pose that has nothing to do with Israel or Le'chaim. For more Jewish celebrity news, visit, the illegitimate child of JTA. o" Courtesy Rami Levy Shoppers checking out at a Rami Levy Hashikma Market, one of 24 stores in a chain across Israel that reportedly has helped to make Levy worth about $1 billion. By Ben Sales include sales and special deals for Jewish holidays, like low JERUSALEM (JTA)---The pricesonmatzahforPassover. corporate offices of Rami Two weeks ago, as the cost Levy, Israel's nouveau riche of bread in Israel rose 6 1/2 supermarket mogul, sit atop percent, Levy's stores said one of his grocery stores in they would not raise their southern Jerusalem. It's not prices until after Sukkot. a busy neighborhood, nor is Levy's larger competitors will it easily accessible by public raise their bread prices after transit. But once the building Rosh Hashanah, according to comes into view, there's no Israeli reports. mistaking that it's his, "I want the consumer to Plastered across the side be happy," said Levy, a man wall in bold letters on a yel- of few words who sticks to his low background are the words message. "You want to kill two RamiLevyHashikmaMarket. birds with one stone--to do Thecompanynameappearsat business so that it'll be good least six more times elsewhere for the consumer." on the building. Levy grew up in the crowd- Meet the new Israeli ed Jerusalem neighborhood mogul--with a net worth of Nachlaot, near the open about $1 billion, according market of Mahane Yehuda. to Haaretz--whom many He decided to open his first Jews outside Israel do not store when he witnessed a yet recognize, but who is nasty interaction between emerging as a champion of his grandmother and a shop the country's economically owner there during one of struggling families, his furloughs from the Israeli Levy, 57, is the owner of army. the third largest grocery "He didn't talk to her nicely store chain in Israel, with 24 andittroubledher," Levy said. stores across the country en He thought,"I'll get out of the route to the goal of 50. Other: army and I'll open a store." competitors have muchlarger His grandfather owned a chains, but Levy has gained small warehouse down the attention in part by cultivat- block from the shop owner, ing the persona of a poor boy on Hashikma Street, a side who made good and now is roadinthemarketthatwould passing along the benefits to give his chain its name. In his customers. The benefits 1977, Levy cleaned, painted and converted the warehouse into a grocery store. He at- tracted customers by selling food at the same price as his wholesalers. After three months he connected directly with the companies that supplied his wholesalers and began to buy directly from them, which allowed him to turn a small profit and later to expand his chain. Levy has since launched an insurance company and a cell phone provider, both of which bear his name. The Israeli business publication Calcal- ist reported three weeks ago that Levy's cell phone provider now serves 66,000 customers, compared to several recently launched providers with more than 100,000 customers. Below his corporate office, attached to the store, custom- ers can also eat at Hashikma Pizza or Hashikma Burger. Levy said he would enter any industry "where I can do well for my customers~ sell at low prices and make sure my customers can have good service." Customers at the store said they shop there for the low prices, but some other poten- tial buyers prefer the super- market across the street--a branch of the larger Super-Sal chain. They said they chose to Rami Levy, forgo Levy's deals because his shops are too crowded. "He wanes every meter," said Moshe Zaken, 29. "You can't turn the corner. You bump into people," Store owners on Hashikma Street, where he began, say he hasn't changed from the days when they knew him as a friendly and generous grocer. "Hewas a nice guy, a regular guy," said Aviezer Zaken (no relation to Moshe), who runs a fish and poultry shop that like Levy's chain is named for its owner. ,'We didn't expect him to become a billionaire." Like a few others, Aviezer Zaken attributed Levy's suc- cess to "the blessing of God. Just the blessing of God." Shop owners recalled that although Levy gave free matzah to needy people be- fore Passover, he never gave himself a break. "What free time? He worked 24 hours a day," said Yaakov Gazit, who used to ownaTurk- ish restaurant on the corner of Hashikma, near Levy's store. Even so, Gazit remembered a night years ago when he was stuck on the other side of Jerusalem with a fiattire and Levy came to assist him at3 a.m. "You're stuck, so I'm help- ing you," Gazit recalled Levy saying after Gazit had Called center, hugging his parents at one Courtesy Rami Levy of his supermarkets. for help. Levy still maintains a store- front on Hashikma whose sign offers food for "cheaper than "~heap." Shop owners there say he comes by every few months, but the interior of the store is empty and some shelves need repairs. Passers- by said it hardly ever opens. The number advertised on the sign does not take incom- ing calls. Whether or not God's hand is guiding Levy's success, religiously themed pictures of Jerusalem hang in his office and Levy has remained Sab- bath observant. Beyond the time he spends that day with his family, hiswife--whom he calls "my right hand"--and three of his four children, all adults, work for him. He also has three grandchildren. "There's less time one on one because everyone is busy, but we see each other during the day," he said. While Levy focuses on his business, he also has become entangled in political con- troversy. After his West Bank locations in Sha'ar Binyamin and Mishor Adumim began attracting Palestinian cus- tomers due to their low prices, the Palestinian Authority dis- couraged Palestinians from buying there. The PA claimed that patronizing the stores helped the economy of Israel's settlements, according to The Jerusalem Post. Still, Levy said, "The people kept buying. I serve my cus- tomers regardless of race or nationality." He also doesn't discrimi- nate between Jews and Pal- estinians when hiring. "We have a lot of Jews in the Diaspora," Levy said, so he hopes his hiring practices will prevent people from outside Israel saying to prospective employees, "You are a Jew; I won't hire you." After he expands to 50 stores, Levy said he will have to stoP because any additional branches would make his current cost structure unsus- tainable. Although he "can't Serve all of Israel," he said he likes to see the larger chains imitate his tactics. "The moment you blaze a trail and your trail does well for people, and your competi- tors are doing the same thing, I'm happy," he said. Perhaps the opening day of the 50th store will be when Levytakes respite from his never-ending work. What will he do then? Levy is not talking about retiring, but his former col- league, Aviezer Zaken, said, "He'll sit on the beach and fish."